What's more, radio needs to do more to make its programming more compelling, he said. "I don't see the technology itself is a solution. The technology needs to be married to better content," says David Bank, a financial analyst at RBC Capital Markets. Then, the biggest question of all: Will it make money? Matt Feinberg, the senior vice president for radio at the media-buying agency Zenith Media, sees potential in having many more types of radio stations. That gives advertisers more choices to target exactly the audiences they want to reach, something advertisers like about cable TV. But first, Feinberg says, let's make sure people are listening. "It has to have distribution and assimilation," he says. "At that point we start to look at it."